Research On Pressional Development Path Of Provincial Agricultural Television Channel

The agriculture has always been an important topic of the national economy.Under the backgroud that Chine’s economy developes into the New Normal state,the agriculture and the rural development are facing new challenges.From the traditional manual work to machine production in full swing; from a single mode of production to the production of technology which rely on imformation and so on.For the Chinese agricultural population,the dependencies to imfomation technology are gradually strengthened.And as an important channel for the promotion of cultural knowledge,television has always been an important window to promote its agriculture and an access to information in rural areas.However,according to the Statistics of National Bureau,before the end of 2014, there were totally 3288 TV channels, but there were only 9 agricuture channels though the declaration of the State Administration of Radio, accounting for 0.27% of the total number of channels.Compared with the situation that total population of the rural population accounts for more than 70 %,there is an obvious contrast between the resource allocation and national conditions, lacking of agricultural television media resources causes an embarrassing situation.At the same time, with the deep reformation of the television media system, most of the media begin to get rid of the government support, being self-financing and utonomous operation,the economic benefits of the television channel has been an important indicator in the considertion of planning and development.To establish a specialized agricultural channel,which covers the social benefits but also the economic benefits, is on the scheme.According to the statistic, in addition to the 7th military agricultural of CCTV,there are 8 provincial agricultural channels: Jilin TV rural channel, Shandong Agri cultural television channel, Hebei TV farmers channel, Henan TV new rural chann el, Shaanxi agricuturl and forestry channel, Zhejiang new public television rural ch annel, Chongqing public and rural TV channel and Hubei TV LongShang channel.Among them,since the lauch of Hubei TV LongShang channel on August 28, 2012, the rating of watching and advertising effectiveness are continuously increasing,it formed a good reputation and built a great image in the minds of the audience.A s a banner among domestic channels, Hubei TV LongShang channel has some pra ctical meanings of reference. Meanwhile, with the further analysis to its practice of specialization,we can also rich the theory value such as media TV channel special ization and other aspects.Faced with the provincial agricultural channels seeking to live on, as a case of support of the development of Hubei TV LongShang channel, this paper focus on the lateral comparison of the relevant provincial agricultural development channel s; Considering the current agricultural efforts and emerging issues, combined the f eatures of the new era, based on the facts,we need to find a sustainable developme nt strategy to solve the problems. This paper is divided into three parts, the first pa rt is an introduction; the second part is the text in which the text is divided into thre e chapters, the first chapter is the summarize of Hubei TV LongShang channel, the second chapter is the study to the professional development of Hubei TV LongSh ang channel, the third chapter is the future development strategy to provincial agric ultural channels;the third part is the conclusion.This paper argues that while we emphasize the role of public service and publ ic welfare in new construction of rural areas, we should further clarify the role of t he provincial agricultural channel in management, actively explore the road to the market of the provincial agricultural Channel and build a new mode of specialized operation of the provincial agricultural channels. Thus, the author proposes 3 ideas: deepening the concept of mass-decentralized transmission in domestic provincial agricultural channel,,further excavation of the off-line industrial chain, actively fo rming a mechanism of cross-regional cooperation.